It can be hard to step back and really see what customers will think about your branding and package designs. We have years of design training, brand management and personal opinions under our belts, which can both help and hurt us when it comes to being objective. What does the average person (read: outside the industry—all customers are special) think of packaging?
For this week’s edition of packaging spotted in store, I got insight from my friend and company colleague Derrick. He’s not a branding specialist, not a designer, just a purely untainted consumer. Think of it as a free focus group, one given by a health-conscious and environmentally aware white male in his 30s who is 70 percent snark and 100 percent straightforward.